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In this context, this study aims to explore the privacy paradox and its impact from the perspective of paradox resolution.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Design\/methodology\/approach<\/jats:title><jats:p>Based on social support theory and privacy calculus theory, this study first studies the effect of social support on perceived benefits, and explores the moderating effect of perceived health status on the privacy trade-off process. Secondly, the study examines the path of \u201cprivacy concerns \u2013 disclosure intention \u2013 disclosure behavior\u201d to verify the existence of the privacy paradox. Following this, based on rational choice theory, the rationality degree is introduced as a moderating variable to investigate both its impact on the central route and the strength of this impact on the privacy paradox.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Findings<\/jats:title><jats:p>Empirical results show that informational support and emotional support influence perceived benefits significantly. Perceived benefits significantly influence privacy concerns, and perceived health status has a significant positive moderating effect. The authors further find that there is a privacy paradox within the mHealth context, and the privacy paradox is moderated negatively by rationality degree. The findings indicate that the impact strength of the privacy paradox will decrease with increases in rationality degree.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Research limitations\/implications<\/jats:title><jats:p>The findings indicate that it is crucial to evaluate the privacy paradox and its impact from the perspective of paradox resolution.<\/jats:p><\/jats:sec><jats:sec><jats:title content-type=\"abstract-subheading\">Originality\/value<\/jats:title><jats:p>This study offers a complete comprehension of the privacy paradox in mHealth and provides several valuable recommendations for enhancing both mHealth services and privacy controls.<\/jats:p><\/jats:sec>","DOI":"10.1108\/jeim-03-2023-0119","type":"journal-article","created":{"date-parts":[[2023,11,6]],"date-time":"2023-11-06T05:35:58Z","timestamp":1699248958000},"page":"55-75","source":"Crossref","is-referenced-by-count":11,"title":["Privacy paradox resolution in mHealth: the moderating effect of\u00a0rationality degree"],"prefix":"10.1108","volume":"37","author":[{"ORCID":"https:\/\/orcid.org\/0000-0003-4749-8603","authenticated-orcid":false,"given":"Guang","family":"Zhu","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0002-8641-3919","authenticated-orcid":false,"given":"Fengjing","family":"Li","sequence":"additional","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0001-9301-9699","authenticated-orcid":false,"given":"Yi","family":"Yan","sequence":"additional","affiliation":[]},{"given":"Hustin","family":"Guenis","sequence":"additional","affiliation":[]}],"member":"140","published-online":{"date-parts":[[2023,11,7]]},"reference":[{"key":"key2024021910372641400_ref001","doi-asserted-by":"crossref","first-page":"133","DOI":"10.1016\/S0190-1281(02)21006-9","article-title":"Rational choice, culture change, and fisheries management in the Gulf of Maine","volume":"21","year":"2002","journal-title":"Research in Economic Anthropology"},{"key":"key2024021910372641400_ref076","doi-asserted-by":"crossref","first-page":"21","DOI":"10.1145\/988772.988777","volume-title":"Proceedings of the 5th ACM Conference on Electronic Commerce","year":"2004"},{"key":"key2024021910372641400_ref003","doi-asserted-by":"crossref","first-page":"1499","DOI":"10.1007\/s10796-020-10041-4","article-title":"Social commerce in emerging markets and its impact on online community engagement","volume":"23","year":"2021","journal-title":"Information Systems Frontiers"},{"key":"key2024021910372641400_ref004","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2022.107412","article-title":"Privacy concerns in consumer E-commerce activities and response to social media advertising: empirical evidence from Europe","volume":"137","year":"2022","journal-title":"Computers in Human Behavior"},{"key":"key2024021910372641400_ref005","doi-asserted-by":"publisher","DOI":"10.1016\/j.techsoc.2022.101862","article-title":"Users' intention to continue using mHealth services: a DEMATEL approach during the COVID-19 pandemic","volume":"68","year":"2022","journal-title":"Technology in Society"},{"key":"key2024021910372641400_ref006","doi-asserted-by":"publisher","DOI":"10.1016\/j.chb.2021.106976","article-title":"The personalisation-privacy paradox: consumer interaction with smart technologies and shopping mall loyalty","volume":"126","year":"2022","journal-title":"Computers in Human Behavior"},{"key":"key2024021910372641400_ref007","doi-asserted-by":"publisher","DOI":"10.1016\/j.jretconser.2019.101947","article-title":"Explicating the privacy paradox: a qualitative inquiry of online shopping consumers","volume":"52","year":"2020","journal-title":"Journal of Retailing and Consumer Services"},{"key":"key2024021910372641400_ref008","doi-asserted-by":"crossref","first-page":"1038","DOI":"10.1016\/j.tele.2017.04.013","article-title":"The privacy paradox - 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